A Project Report on

CUSTOMER PREFERENCES IN CHOOSING ‘RELIANCE

SMART POINTS’.

BACHELORS IN COMMERCE (HONS.)

By: -

AKHIL SAXENA
ROLL NO: - 190835860002

Under the guidance of

MISS. SHWETA MISHRA

COLLEGE NAME
SURAJMAL AGARWAL DEGREE COLLEGE, SIROLLY

AFFILIATED TO: - KUMAUN UNIVERSITY, NAINITAL

 ACKNOWLEDGEMENT

I am thankful to Miss Shweta Mishra (MENTOR) for being my project guide.

My profound thanks to Mr. Yeshwin Singh, Principal, Surajmal Agarwal Degree

College, who was patient in giving direction to my project in his capacity.

I am grateful to my parents for their continuous support right from the

beginning of my project to the submission of this report.

(AKHIL SAXENA)

ROLL NO: - 190835860002

 CONTENTS

S.NO. CHAPTERS PAGE NO.

I INTRODUCTION
1 7
INTRODUCTION ABOUT TOPIC

II. METHODOLOGY

RESEARCH DESIGN

STATEMENT OF THE PROBLEM

OBJECTIVES

2 NEED OF THE PROJECT 9-11

SCOPE OF THE PROJECT

TYPE OF THE STUDY

SOURCES OF DATA COLLECTION

LIMITATIONS OF THE STUDY

III.COMPANY PROFILE

INTRODUCTION

3 INDIA RETAIL INDUSTRY 13-47

HISTORY OF RETAILING

KEY PLAYERS

4 IV. DATA ANALYSIS & INTERPRETATION 49-71

5 V. FINDINGS, CONCLUSIONS & SUGGESTIONS 73-75

ANNEXURE

6 QUESTIONNAIRE 77-80

BIBLIOGRAPHY
 CHAPTER-I
INTRODUCTION

INTRODUCTION. ABOUT THE TOPIC

Organized retail is gaining tremendous importance in recent times. On the

other hand, the retail industry is also facing severe competition and those who
are able to retain their customers are the ones that are able to succeed in the
marketplace.

The retail firms are spending a lot of their marketing resources to keep
existing customers rather than to attract new ones. Customer satisfaction plays a
key role in customer retention and also is a major differentiating factor among
retail stores. Delivering satisfaction to the consumers has become one of the
major drivers of profitability.

In this scenario, the firms have to work on what attracts consumers and
what will make them not to shift their choice towards competitors. Working out
strategies in this direction requires a thorough understanding of the preferences
of the consumers on the attributes that are considered of much significance.
 CHAPTER-II
METHODOLOGY

RESEARCH DESIGN
A research design is the arrangement of conditions for collection and
analysis of the data in a manner that aims to combine relevance to the research
purpose with the economy in procedure.
In fact the research design is the conceptual structure within which research is
conducted, it constitutes the blueprint for the collection, measurement and
analysis of data.

STATEMENT OF THE PROBLEM:

The study is being conducted for the Reliance Smart Point store, to find
out the customer preferences in choosing Reliance Smart Point. It is required to
find out the preferences based on certain aspects (price, Income, levels selection
of products, satisfaction level of customers).

OBJECTIVES
To study the customer preferences in choosing Reliance Smart Point.
To study the factors that are affecting the choice of customers in choosing a
retail store.
To study the factors that retain the customers who visit Reliance Smart Point

NEED OF THE PROJECT

Nowadays retail stores are facing more competition in the retailing

business. Good store design increases the visiting of more customers into the
store and increases the store goodwill, and price also plays a major factor in the
customer giving preference and selection of the store. And as industry research
has shown, there is much need to know the customer expectations, customer
preferences and their store choice’s(features) and we will find solutions for
designing effective stores which will get more customers and get more profits.

SCOPE OF THE STUDY

The research is applicable in the area of customer decision making
process for purchasing of products at Reliance Smart Point. The scope of
research also helps in understanding the preferences of the customers. It would
help Reliance Smart Point in designing their marketing promoting sales.

TYPE OF STUDY: Descriptive method

This research is completely based on the description of the factors that
lead to the customer decision making process. It is basically valued on the
various parameters which include personal details of customers, their income
–level, satisfaction level
Here the need is to find which factor describes the consumer decision making
process most effectively.

SOURCES OF DATA COLLECTION:

The sources of data include both Primary and Secondary data.
Primary data is collected with specific objectives, especially to address
the research problem. The data is gathered by distributing a questionnaire to the
customers who Reliance Smart Point and through personal interviews.
Secondary data includes books, journals, magazines, newsletters of the
Reliance Smart Point, and internet.
SAMPLING SIZE:
The sample size taken for the study at Reliance Smart Point is 80.

SAMPLING PROCEDURE:
To obtain the representative sample, a non-probability sample can be
drawn. In this study the method of selecting samples is random.

TOOLS:
The tools used for analyzing data are rating methods; graphs, pie charts
etc. Questionnaires are distributed to the individual respondents and special care
has been taken to make him/her feel comfortable so that he/she can answer all
the questions. This method is followed to get unbiased answers.

TECHNIQUES OF ANALYSIS:
The data collected from the customer are transcribed to the worksheet in
the form of tally bars and analyzed by statistical tools by drawing tables and
graphs, inferences were drawn on a marketing concept and conversation. Based
on the marketing concepts, findings of the research were driven and
recommendations are made.

LIMITATIONS OF THE STUDY:

It is not possible for any market study to make it accurate due to many
hurdles in the collection and computation of data. Some limitations of the study
are listed below
● The sampling frame to conduct the study has been restricted to Reliance
Smart Point.
● Respondents show reluctance towards giving correct information.
● Findings of the study are based on the assumption that respondents have
disclosed in the questionnaire.
● Time was a major constraint.
● The sample was limited to only customers who have made a purchase at
Reliance Smart Point.
 CHAPTER-III
COMPANY PROFILE

Introduction
Retailing consists of those business activities involved in the sale of
goods and services to consumers for their personal, family, or household use.
Retailing comprises four elements: customer orientation, coordinated effort,
value-driven, and goal orientation. The word "Retail" originates from a
French-Italian word. Retailer-someone who cuts off or sheds a small piece from
something. Retailing is the set of activities that markets products or services to
final consumers for their own personal or household use. It does this by
organizing their availability on a relatively large scale and supplying them to
customers on a relatively small scale. Retailer is a Person or Agent or Agency or
Company or Organization who is instrumental in reaching the Goods or
Merchandise or Services to the End User or Ultimate Consumer.

Indian Retail Industry:

The Indian retail industry is the largest industry in India, with an
employment of around 8% and contributing to over 10% of the country's GDP.
Retail industry in India is expected to rise 25% yearly being driven by strong
income growth, changing lifestyles, and favorable Demographic patterns.
It is expected that by 2016 modern retail industry in India will be worth
US$ 175- 200 billion. India retail industry is one of the fastest growing
industries with revenue expected in 2007 to amount US$ 320 billion and is
increasing at a rate of 5% yearly. A further increase of 7-8% is expected in the
industry of retail in India by growth in Consumerism in urban areas, rising
incomes, and a steep rise in rural consumption. It has further been predicted that
the retailing industry in India will amount to US$ 21.5 billion by 2010 from the
current size of US$ 7.5 billion.
Shopping in India has witnessed a revolution with the change in the
consumer buying behavior and the whole format of shopping also altering.
Industry of retail in India which has become modern can be seen from the fact
that there are multi- stored malls, huge shopping centers, and sprawling
complexes which offer food, shopping, and entertainment all under the same
roof. The Indian retail industry is expanding itself most aggressively; as a result
a great demand for real estate is being created. Indian retailers preferred means
of expansion is to expand to other regions and to increase the number of their
outlets in a city. It is expected that by 2010, India may have 600 new shopping
centers.

In the Indian retailing industry, food is the most dominating sector and is
growing at a rate of 9% annually. The branded food industry is trying to enter
the India retail Industry and convert Indian consumers to branded food. Since at
present 60% of the Indian grocery basket consists of non- branded items.

The Indian retail industry is progressing well and for this to continue
retailers as well as the Indian government will have to make a combined effort.
The Indian retailing industry has seen phenomenal growth in the last five years.
Organized retailing has finally emerged from the shadows of unorganized
retailing and is contributing significantly to the growth of the Indian retail
sector. The “India Retail Sector Analysis report helps clients to analyze the
opportunities and factors critical to the success of the retail industry in India.
 The Indian retail industry is going through a transition phase. Most of the
retailing in our country is still in the unorganized sector. The spread of the
retails in the US and India shows a wide gap between the two countries. Though
retailing in India is undergoing an exponential growth, the road ahead is full of
challenges

KEY CHALLENGES:

⮚ LOCATION:

"Right Place, Right choice" Location is the most important ingredient for
any business that relies on customers, and is typically the prime consideration in
a customers store choice. Location decisions are harder to change because
retailers have to either make sustainable investments to buy and develop real
estate or commit to long term lease with developers. When formulating decision
about where to locate, the retailer must refer to the strategic plan:

o Investigate alternative trading areas.

o Determine the type of desirable store location
o Evaluate alternative specific store sites

⮚ MERCHANDISE:

The primary goal of most retailers is to sell the right kind of merchandise
and nothing is more central to the strategic thrust of the retailing firm.
Merchandising consists of activities involved in acquiring particular goods and
services and making them available at a place, time and quantity that enable the
retailer to reach its goals. Merchandising is perhaps the most important function
for any retail organization, as it decides what finally goes on the shelf of the
store.

⮚ PRICING:

Pricing is a crucial strategic variable due to its direct relationship with a

firm's goal and its interaction with other retailing elements. The importance of
pricing decisions is growing because today's customers are looking for good
value when they buy merchandise and services. Price is the easiest and quickest
variable to change

⮚ TARGET AUDIENCE:

"Consumer the prime mover" "Consumer Pull", however, seems to be the

most important driving factor behind the sustenance of the industry. The
purchasing power of the customers has increased to a great extent, with the
influencing the retail industry to a great extent, a variety of other factors also
seem to fuel the retailing boo

SCALE OF OPERATIONS:

Scale of operations includes all the supply chain activities, which are
carried out in the business. It is one of the challenges that the Indian retailers are
facing. The cost of business operations is very high in India.
KEY PLAYERS IN THE INDIAN RETAIL SECTOR:
The untapped scope of retailing has attracted superstars like WAL-MART
into India, leaving behind the kiranas that served us for years. Such companies
are basically IT based. The other important participants in the Indian retail
sector are BATA , RELIANCE RETAIL , CAFÉ COFFEE DAY , KHADIM’S ,
CROSSWORD , MORE , STAR BAZAAR , RELIANCE FRESH , SPENCER ,
GOPALAN MALL to name a few.

RETAILING IN INDIA: A FORECAST

Future of organized retail in India looks bright. According to recent
research, it is projected to grow at a rate of about 37% in 2007 and at a rate of
42% in 2010. It will capture a share of 10% of the total retailing by the end of
2010.
However to compete in this sector one needs to have up -to-date market
information for planning and decision making. The second most important
requirement is to manage costs widely in order to minimize normal profits in
face of stiff competition.

RETAIL INDUSTRY AND ECONOMY

⮚ Retail business is the largest private industry.
⮚ Retail is ahead of finance and engineering and contributes over 8% of
GDP in the western countries.
⮚ Over 50 of the Fortune 500 and about 25 of the Asian top 200 complaints
are retailers.
⮚ Today in some developed countries, retail business has shares as large as
40% of the market.
HISTORY OF RETAILING
Retail concept is old in India. World’s first departmental store started in
Rome. Today’s kiranas stores are based on Manuscript & Kautilya’s
arthashastra. Haats, Melas, Mandis & door to door salesmen are traditional
Indian retail.

Retailing and wholesaling consist of many organizations designed to

bring goods and services from the point of production to the point of use.
Retailing includes all the activities involved in selling goods or services
directly to final consumers for their personal, non business use. Retailers can
be classified in terms of store retailers, non-store retailing, and retail
organizations. Store retailers include many types, such as specialty stores,

Department stores, supermarkets, convenience stores, superstores, combination

stores, hypermarkets, discount stores, warehouse stores, and catalog
showrooms. These store forms have had different longevity and are at different
stages of the retail life cycle. Depending on the wheel-of-retailing, some will
go out of existence because they cannot compete on a quality, service, or
price basis.

Non-store retailing is growing more rapidly than store retailing. It

includes direct selling (Door-to-door, party selling), direct marketing, automatic
vending, and buying services. Much of retailing is in the hands of large retail
organizations such as corporate chains, voluntary chain and retailer
cooperatives, consumer cooperatives, franchise organizations, and
merchandising conglomerates. More retail chains are now sponsoring
diversified retailing lines and forms instead of sticking to one form such
as the department store.

Retailers, like manufacturers, must prepare marketing plans that

include decisions on target markets, product assortment and services, store
atmosphere, pricing, promotion, And place. Retailers are showing strong
signs of improving their professional management and their
productivity, in the face of such trends as shortening retail life cycles,
new retail forms, increasing intertype competition, and polarity of retailing,
new retail technologies, and many others.

Wholesaling includes all the activities involved in selling goods or

services to those who are buying for the purpose of resale or for business use.
Wholesalers help manufacturers deliver their products efficiently to the
many retailers and industrial users across the nation. Wholesalers perform
many functions, including selling and promoting, buying and
assortment-building, bulk-breaking, warehousing, transporting, financing,
risk bearing, supplying market information, and providing management
services and counseling. Wholesalers fall into four groups. Merchant
wholesalers take possession of the goods and include full-service
wholesalers (wholesale merchants, industrial distributors) and
limited-service wholesalers (cash-and- carry wholesalers, truck
wholesalers, drop shippers, rack jobbers, producers' cooperatives, and
mail-order wholesalers). Agents and brokers do not take possession of
the goods but are paid a commission for facilitating buying and selling.
Manufacturers' and retailers' branches and offices are wholesaling
operations conducted by non-wholesalers to bypass the wholesalers.
Miscellaneous wholesalers include agricultural assemblers, petroleum bulk
plants and terminals, and auction companies.

Wholesalers, too, must make decisions on their target market,

product assortment and services, pricing, promotion, and place.
Wholesalers who fail to carry adequate assortments and inventory and
provide satisfactory service are likely to be bypassed by manufacturers.
Progressive wholesalers, on the other hand are adapting marketing concepts and
streamlining their costs of doing business

COMPANY PROFILE
Smart Point is a neighborhood small format store of Reliance Retail with
an objective of “Bade Dukan ki Badi Bachat ab pados mein” (Big Saving of Big
Supermarkets, now near you) for customers.
Our Smart Point stores serve as the last mile delivery hub for all the
digital orders, while also providing easy accessibility for the customers as they
walk-in to the store and shop for their daily needs & services.
Each Smart Point has an integral delivery point feature that delivers
eCommerce orders to the homes in the neighborhood, as well as New
Commerce orders placed by the Kirana stores in the catchment.
At Smart Point, customers get assistance to shop online from a wide
range of products offered on JioMart, our e-commerce platform. Customers can
shop with ease, while also enjoying the experience of interacting with our
app/web.
Key services and product offerings of Smart Point includes:
• Grocery, FMCG, F&V and Dairy etc with “Badi Bachat”
• Netmeds Pharmacy, Medicines below MRP, all year round
• Jio Payment Bank, Banking with extended hours
• Health Care / Pathology Services
• Fashion / Electronics (through Kiosk)
• Battery Swap Station for Electric Vehicles

FUTURE GROUP:
Reliance isn’t buying the Future group companies (many of whom
are listed). There's a good reason for that – buying a company means
making an open offer to all shareholders which can significantly increase
the price.

And then, the Future Group companies are very complex. They
have gone through multiple demergers and mergers, and there are cross
liabilities between the group, promoter owned entities and third parties.
To unravel this can take a long time. Plus, any negative surprises (“Oh,
you also owe X to company Y?”) will scuttle the deal. So instead of
buying the companies, buy the assets themselves and leave the liabilities
with these companies.

Also, the public companies are not the full picture. The listed
Future Retail does a lot of transactions with entities controlled by
promoters or management. Example: Rivaaz Trade Ventures Private
Limited, which owns the real estate which is rented out to the malls run
by Future Retail. (See credit rating report) Some of these companies have
a massive amount of debt, acquired to buy those properties. This debt is
in trouble – for example, Rivaaz has already defaulted on the debt.

Buying the listed companies (like Future Retail) is not the whole
thing – what a buyer would want to do is to also buy the private
companies that own the real estate etc. What Reliance said was: We want
all of this, but we don’t want any liabilities. So the deal is for Reliance to
take over the assets, some of the debt but leave the rest with the Future
group under FEL.

What’s At Stake For Reliance Retail?

Not much.

To be frank, obviously, the deal would have bolstered RIL’s

footprint. But for the same to happen, ‘timely’ execution was the key.
When the deal was announced, the acquisition of Future Groups’ retail
and wholesale business would have boosted RIL’s revenue, store count,
and retail footprint by 29%, 15%, and 80%, respectively.
 Future Retail operates store formats such as RELIANCE RETAIL
(hypermarket), FBB (value fashion), Easyday (local grocery store), and
Foodhall (premium food and grocery). Future Lifestyle is an apparel
retailer and operates the Central (premium apparel large-format store) and
Brand Factory (apparel discount retailer) formats. Besides, Future
Lifestyle also has partnerships with foreign brands and operates certain
standalone stores for some of these brands.

Future Retail’s formats would have boosted Reliance’s presence in

food and grocery business, Future Lifestyle’s formats in fashion business
while Future Supply Chain’s supply chain network could have provided
ready infrastructure for Reliance Retail’s existing business as well as its
future online grocery business.

The deal when announced would have taken 6-9 months to

complete. If the deal is supposed to go smoothly, companies usually start
the integration process. However, in the case of the RIL-Future deal, as
Amazon had opposed the deal, the integration process never started.
Future Group, which was already going through a cash crunch, continued
to face severe operational and financial difficulties.

The Groups’ stores started to close due to non-payment of rent and

it also faced a severe supply chain crisis due to huge outstanding vendor
payables. As a result, it had restricted inventory to private label brands.
Store closures in the case of Future Lifestyle were limited.
 On the other hand, RIL’s retail unit gushed with cash from new
investors, and continued to expand its footprint even during covid.
Because of these divergent trends, the gap between RIL and Future
Retail’s grocery and apparel revenue widened further.

According to Capitalmind estimates, Reliance’s grocery business is

now almost 6x larger than Future Retail as compared to 1.7x when the
deal was announced. While Reliance’s apparel business is 5x larger than
Future Lifestyle Fashion as compared to 2.2x when the deal was
announced.

In the last five quarters, RIL added close to 1,600 stores, i.e., close
to 7 million square feet. With Future Group seeing several store closures,
especially in Future Retail, now the incremental acceleration to
Reliance’s store addition provided by Future outlets, if the deal was
successful, would be relatively small, especially as Future has scaled back
its business significantly in the small-format stores.

This reiterates our belief that the strategic appeal of Future Group’s
assets to Reliance Retail has potentially diminished. RIL would now be
better off without the Future Group deal.
 CORPORATE STATEMENT

FUTURE GROUP MANIFESTO

“Future” – the word which signifies optimism, growth, achievement,

strength, beauty, rewards and perfection. Future encourages us to explore areas
yet unexplored, write rules yet unwritten; create new opportunities and new
successes. To strive for a glorious future brings to us our strength, our ability to
learn, unlearn and relearn our ability to evolve.

We, in Future Group, will not wait for the Future to unfold itself but
create future scenarios in the consumer space and facilitate consumption
because consumption is development. Thereby, we will effect socio-economic
development for our customers, employees, shareholders, associates and
partners.

Our customers will not just get what they need, but also get them where,
how and when they need.
 We will not just post satisfactory results, we will write success stories.

We will not just operate efficiently in the Indian economy, we will evolve
it.

We will not just spot trends; we will set trends by marrying our
understanding of the Indian consumer to their needs of tomorrow. It is this
understanding that has helped us succeed. And it is this that will help us succeed
in the Future. We shall keep relearning. And in this process, do just one thing.

“Rewrite Rules. Retain Values”

VISION, MISSION AND QUALITY POLICY

Group Vision
Reliance’s vision is:

To be our clients’ first call and preferred collaboration partner within our
advisory expertise area. To consistently exceed our clients’ expectations for
professional and value-adding advice.

Our objective is long-standing and trustful client relationships created via

excellent advice and service

Group Mission

Reliance’s mission is:

To provide the best and most value-adding advice within our advisory expertise
areas
To be an independent sparring-partner and to provide excellent advice for our
clients within our advisory expertise areas

Reliance’s activities shall be of benefit for both our clients – first and foremost –
and for our collaboration partners and employees.

Core Values

● We are governed by our fundamental values:

● Quality: We do not compromise – we have a passion for the best quality
● Innovation: We are innovative and wish to enthuse our clients
● Ambition: We set high objectives and push to achieve the best results
● Honesty: We are honest towards our clients, also when it may be
unpleasant to hear our true advice
● Integrity: We keep our word, guard confidentiality, and maintain a high
level of integrity.

AREA OF OPERATION
Reliance Retail plans to open around 5,000 outlets that will be convenience
store, pharmacy, diagnostic center, telecom services and financial services
products outlet all rolled into one across the country, two people privy to the
development said.

The new-format stores called Reliance Smart Point will come up over the next
one year or so, one of them said. The stores will also sell fashion and
electronics, and wherever feasible they will have charging points for electric
vehicles, the person said Reliance Retail did not respond to an email seeking
comment as of press time Monday. Each outlet will be spread over 2,000-5,000
square feet, the sources said.

“They are very aggressive with the format,” the second person told ET. “These
stores will also act as a support system for JioMart. They are also like
mini-distribution centers for neighborhoods.”

Reliance Retail had piloted such outlets last year mainly in the range of
500-1,500 sq ft, but the plans for the format have evolved over the years to
include pharmacies, diagnostic and other facilities, the person said.

ET had reported in January last year that Reliance is looking to expand Smart
Point that would also act as last-mile delivery points for its JioMart e-commerce
venture.

Last year, holding company Reliance Retail Ventures had acquired

Chennai-based online pharmacy startup Netmeds. So far, Reliance Retail has
rolled out more than 100 Netmeds pharmacies in various Smart Point outlets.
The stores will also sell financial products of the Jio Payment Bank.

Various real estate consultants and agencies ET spoke with said Reliance Retail
is aggressively looking to open stores of every format from electronic outlets to
supermarkets, and the country’s largest retailer by revenue and by number of
stores is unperturbed by the pandemic that has otherwise put expansion plans of
most of the retailers in the backburners.

Cities where stores are located:

Chittoor
Ahmadabad
Pune
Ranchi
Jamnagar
Palwal
PRODUCT PROFILE
Level 1
Food Bazaar
Fruits & Vegetables
Bakery Items
Stainless Steel Utensils
Plastics
Crockery
Mobiles
Cosmetics
Herbal
Confectionery
Non-Food Dept

Level 2
A. Department
General Books
Children Stationery
Office Stationery
Games CD's & DVD's
B. NBD(New Business Development)
Gift items
Car & MotorCycle Covers
Helmets
Scents & Perfumes
Home Decor
Auto accessories

C. Toys and sports Dept

Soft Toys
Hard Toys

D. Home Line
Bed Sheets, Pillows, Bed Spreads
Towels, Yellow dust
Carpets, Cushion Covers
Chair Bags

E. Clothes Dept
Ladies saris
Girls Dress Materials
Kids Wear

Level 3

Furniture Dept
Men’s Formals & Casuals Wears
Men’s Accessories
Luggage
Electronic Products
Home Appliances

Board of Directors:

Shri P. M. S. Prasad Executive Director

Prof. Dipak C. Jain Independent Director

Shri Nikhil R. Meswani Executive Director

Dr. Dharam Vir Kapur Independent Director

Smart Point :-
At Smart Point Super center customers can definitely get the best product
at a better price. It sells a variety of merchandise at affordable rates; the prices
which it claims are lowest... Usually, the items are clubbed together for offers to
customers and it also offers weekend as well as monthly discounts.

At Smart Point Super center one can find a variety of Departments as

shown below.
 ⮚ FOOD

⮚ GENERAL MERCHANDISE

⮚ APPARELS OR FASHION

⮚ NEW BUSINESS DEVELOPMENT

⮚ DEPOT

⮚ HOME

⮚ NAVARAS

⮚ ELECTRONICS

These departments are managed by two departments. They are

✔ OPERATIONAL DEPARTMENT

✔ SUPPORTING DEPARTMENTS

Smart Point, a part of the Future Group, is a hypermarket offering a huge

array of Goods of good quality for all at affordable prices. Smart Point
with over 140 outlets in a different part of India is present in both the
metro cities as well as in the small towns. Smart Point has no doubt made
a big name in the retail industry of India, moreover Shopping here is
further made a memorable experience with the varied rates of discounts
on products as well as discount vouchers available in a variety of
amounts, like INR 2000, INR 3000, INR 4000, INR 5000 and INR 10000
on all Smart Point products and Accessories.

The variety of product range in Smart Point Super center:

This large format store comprises almost everything required by people

from Different income groups. It varies from clothing and accessories for all
genders like men, Women and children, playthings, stationary and toys,
footwear, plastics, home utility Products, cosmetics, crockery, home textiles,
luggage gift items, other novelties, and also Food products and grocery. The
added advantage for the customers shopping in Smart Point is that there are all
time discounts and promotional offers going on in the Smart Point on its
salvable products.

Reliance Smart Point in the city Chennai by the address 139,

Perumbakkam Main Road, Pallavan Nagar, Puthu Nagar, Green Court,
Medavakkam, Chennai, Tamil Nadu 600100, India All organizations All cities .

Home furnishings, utensils, crockery, cutlery, sports goods and much

more at prices that will surprise you. And this is just the beginning. RELIANCE
RETAIL plans to add much more to complete your shopping experience.

Smart Point is a chain of hypermarkets in India, currently with more

than 100 stores. It is owned by Future retail India ltd, Future Group. It follows
the business model as Wal-Mart and has considerable success in many Indian
cities and small towns. The idea was pioneered by entrepreneur Inshore
Binyamin, the CEO of Future Group.

Currently Smart Point stores are located only in India. Moreover the
customer friendly ambiance and the organized retailing of products also make
Smart point one of the successful retail companies in India…
ORGANIZATION STRUCTURE

Following is the organizational hierarchy in RELIANCE SMART.

1. Store manager
This is the highest position in the store. He is the father and head of the
family. He is the decision maker for the store. The store manager is responsible
for both the top line responsibility is sales and the bottom line responsibility is
profit.

Role of Store Manager involves—

⮚ Ensuring smooth operations of the store.
⮚ Making plans to ensure highest profit for the store.
⮚ Proper execution of plans.
⮚ Deciding on offer/deals for clearance of products.
⮚ Conducting meetings for proper communication flow.

2. Assistant store manager

There are three ASM’s in the store. Each ASM looks after 1 to 2
departments of the store. The main function of the ASM is to assist the SM in
his targets and help achieve him the same.

3. Department manager
This designation is present for both functional departments as well as the
store department. A definite sales target is set for each department and it is the
responsibility of each DM to achieve the same. The DM’s of the functional
department are responsible for the smooth operation of their respective
departments. There are 5 DM’s in the store.

4. Assistant department manager

 As the name suggests, the main role of the ADM’s is to assist the
DM’s in their work. There are 8 ADM’s in the store.

5. Team Leader
Sometimes the department is divided into sections and there are different
teams appointed to look after these sections. Team leaders are the heads of such
teams. There are a total of 105 TM’s and TL’s in the store.

6. Team Members
These comprise almost 80% of total staff. They are the actual customer
facing members and their key role is to provide best service to the customer.
Pleasing personality, good communication skills and overall product knowledge
are the main requirements for this post.

COMPETITORS INFORMATION
Shoppers Stop
Westside
Lifestyle
RPG Retail
Crossword
Primal
Copeland Mal
Tate Star Bazaar
More
Spencer’s.
Reliance Smart Points Plans

Reliance SMART is one of the largest & fastest growing Grocery retail chains
in India.

Synonymous to its name, SMART is a new age supermarket serving the needs
of today’s smart and value seeking customers. Reliance SMART offers a
one-stop shopping experience by offering fresh produce, bakery, dairy products,
home and personal care products, general merchandise, smart apparels and
appliances, making it a complete shopping destination. In many cases SMART
stores are co-located with our fashion & electronics store Reliance Trends and
Reliance Digital, giving customers a wide choice for all their shopping needs.

Reliance SMART’s incredible value proposition rewards shoppers more for

bigger purchases, every single time they shop, with 100% assortment being
offered below MRP all year round. All this while delivering superior quality
products, best of the brands, latest launches and a world-class shopping
experience.

Further strengthening the value proposition SMART stores offer Reliance Retail
Private Brands. Our Private Brands offer product choices across 110 categories
spread over staples to processed foods and beverages, personal care, cosmetics
and fragrances to health and hygiene, fabric and home care to home décor
range. GoodLife, Snactac, Yeah!, Desi Kitchen, Purik, Enzo, Get Real, My
Home, Samvaad, Glimmer, Petals & Happy Living are some of the private
brands which are diligently crafted and quality tested products offering
outstanding value proposition.

ORGANIZATIONAL DEPARTMENT

1. Store Manager
This is the highest position in the store. He is the father & head of the
family. He is the decision maker for the store. The store Manager is responsible
for both the top line responsibility is sales & the bottom line responsibility is
profit.
Role of SM involves:
Ensuring smooth operations of the store.
Making plans to ensure highest profit for the store.
Proper execution of plans.
Deciding on offers or deals for clearance of products.

2. Assistant Store Manager

There is only one ASM in the store. ASM looks after 1 to 2 departments
of the store. The main function of the ASM is to assist the SM in his targets &
help achieve him the same.

3. Department Manager
This designation is present for both the functional departments as well as
the store department. A definite sales target is set for each department & it is the
responsibility of each DM to achieve the same. The DMs of the functional
department are responsible for the smooth operation of their respective
departments. There are five DMs in the store.
4. Assistant Department Manager
As the name suggests the main role of ADMs is to assist the DMs in their work.
There are 8 ADMs in the store

5. Team Leader
Sometimes a department is divided into sections & there are different
teams appointed to look after these sections. TLs are the heads of such teams.
There are a total of 25 team leaders in the store.

6. Team Members
These comprise almost 80% of total staff. They are the actual customer
facing members & their key role is to provide best service to the customer.
Pleasing personality, good communication skills & overall product knowledge
are the main requirements for this post.

FUNCTIONAL DEPARTMENT
The store operations are divided into various operations which are carried
out by the respective functional departments.

1. HUMAN RESOURCE DEPARTMENT

Human resource development deals with the following:
A. Manpower recruitment:
Recruitment for the position of team members, TLs & sometimes even
ADMs is done at the store by the HR head, SM & ASMs. However, for the
recruitment for the higher posts like DMs, ASMs & SM, the selection is done at
the zonal office.
All candidates have to undergo a selection process. This process
comprises the return test followed by group discussion, role play & the final
interview.

B. Manpower Training & Development:

The main idea behind this program is to develop the knowledge , skill &
attitude required by an individual to adequately perform a given task. This
training program has been successfully improving the performance of the
employee & which in turn has enhanced the organizational performance.
Various training programs along with the written test at each of the training
levels have been designed. They are cashier training, group philosophy, training
on retail business, values, sales training, policies, product knowledge etc

C. Maintaining Employee Records:

The personal information of each employee is maintained in the SAP.
Information related to leaves, provident fund, gratuity, ESI, bonus, salary,
personal loans, etc is maintained by HR dept.

D. Deciding salary and wages:

The salary is finalized considering following factors
1. Current salary level
2. Qualification and experience
3. Level at which the job is offered
 4. Existing salary levels in the organization.
5. Market trends
Various levels are available to the employees like casual leaves, sick
leaves, earned leaves, maternity leaves, all purpose leaves, paid holiday,
compensatory off and weak off.

E. Employee Welfare:
Every organization conducts welfare activities for its employees. The
welfare activities in RELIANCE RETAILs are unique by themselves.
Following are the welfare activities in the RELIANCE RETAIL
1. Award to staff that help in the pointing pilferage
2. Cultural activities to provide scope for their hidden talents
3. Birthday celebrations
4. Long-term service awards

2. LOGISTIC DEPARTMENT
The inventory levels of the store have to be maintained to avoid any stock
outs. LD is mainly concerned with the stock management in the store. They
maintain supply flow of required stock. The focus of LD is on removing
inefficient fulfillment of customer demand in the real time.
The role of the LD:
A. Safe & reliable transport in as much low price as possible
B. maintains contact with distribution teams (Trucks, Trains ...) and tracks
where the material is.
 C. partnership with transportation firm so that cost and transport can be
shared does not occupy the whole truck space
D. Merchandise received from the central warehouse or vendors are taken
to the stores after undergoing the inward process. The excess merchandise
displayed on the floor gets sold out. It refers to an effective and cautious way of
moving the merchandise from the store warehouse to the respective section
inside the store where they have to be displayed and sold to the customers.

3. VISUAL MERCHANDISING
The Visual merchandising Department helps in educating the customer
about the product/Service in an effective and creative way while enabling a
successful selling process. Effective visual merchandising helps in the drawing
attention of the customers and helps them to match their needs.
Duties and responsibilities:
1. Communicate with the manager of the dept stores to workout floor
layout and display points as well as how and what items are to be displayed.
2. Design window or internal displays based on a theme style or trend of
advertising.
3. Dress mannequins & use appropriate lightning to display merchandise
for the best presentation possible.
4. Arrange signage and take down the display after promotion.
This department not only deals with the promotional displays inside the
adore but also outside the store. Putting hoardings, which are very large boards
of advertisements usually found b y roadside or putting window displays, which
are setting the scenes of what the customer will find inside the store is also
under the scope of usual merchandising dept.
4. COMMERCE DEPARTMENT
The role of the commerce dept refers to cashiering. Their functions
include cash management & cash troubleshooting.
Cashier Process: It includes accepting the merchandise from the customer,
scanning it, creating the bill, accepting the payment & finally packing the
merchandise for the customer. The cashier should count the total number of
merchandise & compare it with the bill. Then that number has to be noted on
the bill copy.

The cashier accepts the payment for the bill in the form of cash, cards &
gift vouchers. Through point of sales software, total sales at point can be
determined. At the closing time the cashier hands over the cash, credit notes,
gift vouchers to the head cashier.

He verifies the amount with the sale amount & in case of any difference
he balances the amount to the respective cashier salary. Hence it is a job of great
responsibility for the cashiers. The next morning the cash is deposited in the
bank.

5. ADMINISTRATION DEPARTMENT
This is divided into following sections
Security Services: The security personnel are under contract basis.
They are security staff working for pantaloons retail India ltd (PRIL). The
complete store security & movement tracking are under their control.
House-Keeping: Their man duty is to look after the cleanliness, &
overall
 Hygiene of the store. The admin manager creates checklists for the
cleaning schedules & the team member’s work in accordance to those
checklists.
Packers: Proper packing of the sold goods is required before handing
it over to the customer. Helpers to the cashiers are appointed to do this
job. Packing the food items to be handled with care & other items all
separately is their job.
Loaders: Few people are appointed to load & unload merchandise
from trucks & cautiously transfer them to desired location in the store.
Standard Operation Procedure: In this section various registers are
maintained
● Key movement register: the various store keys are mentioned by
different staff members. These people have to make entries in their
register regarding the keys they carry.
● Staff Value Declaring Register: Every staff member while entering
the store has to declare the amount of cash with them. This is done
to minimize thefts within the store.
● Customer Foot-fall Report: This register is updated every hour. The
total number of customers that entered the store in that hour are
counted & noted down in this register.
● Staff Purchase Register: Entries are made in the register regarding
the purchases made by the staff members in the store.
● Staff grooming register: Entries regarding the appearance, personal
hygiene, presenting self & dress code of the team members are
made.

6. MAINTENANCE & FACILITIES DEPARTMENT

 The functions of this debt are:
⮚ To check the functioning of various items like escalators, ACS, frozen
section, lightning equipment etc.
⮚ In case of their malfunctioning, repairs have to be carried out as soon as
possible to ensure proper store operation.

7. IT DEPARTMENT
The software used in the PRIL showroom is a retail enterprise manager
(REM). In this all the information concerning the product like name, category,
bar code number, MRP, discount rate, net price etc are stored.

RELIANCE RETAIL SWOT ANALYSIS: For Reliance Retail, SWOT analysis

can help the brand focus on building upon its strengths and opportunities while
addressing its weaknesses as well as threats to improve its market position.
Let us start the Reliance Retail SWOT Analysis:

RELIANCE RETAIL STRENGTHS:

The strengths of Reliance Retail looks at the key aspects of its business which gives it
competitive advantage in the market. Some important factors in a brand's strengths include its
financial position, experienced workforce, product uniqueness & intangible assets like brand
value. Below are the Strengths in the SWOT Analysis of Reliance Retail :

1.It is Indian retail chain with 900+ stores in 80 cities in India

2.Hyper market with 95000 markets with tailoring, shoe and watch repair, laundry

3.It owns various private label brands

4.It has strong distribution network- 1600 channels in villages

5. Strong backing of the parent company

RELIANCE RETAIL WEAKNESSES:
The weaknesses of a brand are certain aspects of its business which it can improve to increase
its position further. Certain weaknesses can be defined as attributes which the company is
lacking or in which the competitors are better. Here are the weaknesses in the Reliance Retail
SWOT Analysis:

1.Product variety is available but more SKUs are not present due to inefficient back end
infrastructure

2. Poor inventory control at certain locations is a concern

RELIANCE RETAIL OPPORTUNITY:

The opportunities for any brand can include areas of improvement to increase its business. A
brand's opportunities can lie in geographic expansion, product improvements, better
communication etc. Following are the opportunities in Reliance Retail SWOT Analysis:

1.Sourcing directly from farmers; no middlemen could earn more profit as number of farmers
will increase five times in next 5 years

2.Leveraging on brand name and entering into Reliance saloon

3.Large potential to reduce operation cost in cities using strong supply chain

RELIANCE RETAIL THREATS:

The threats for any business can be factors which can negatively impact its business. Some
factors like increased competitor activity, changing government policies, alternate products or
services etc. can be threats. The threats in the SWOT Analysis of Reliance Retail are as
mentioned:

1. Strong competition globally from Carrefour, Metro A.G., Tesco

2.Operationg cost are too high

3.Walmart is biggest competitor when it comes to sourcing/ backward integration

 CHAPTER-IV
DATA ANALYSIS &
INTERPRETATION

TABLE-1

1. GENDER

GENDER RESPONDENTS PERCENTAGE

MALE 51 63.75%
FEMALE 29 36.25%
TOTAL 80 100%

GRAPH-I

INTERPRETATION:
Above table shows that 63.75% % of the customers are male, and 36.25
% of the respondents are female.
 TABLE-2

2. AGE

AGE RESPONDENTS PERCENTAGE

Under-25 28 35%
25-35 22 27.5%
35-45 24 30%
45 above 6 7.5%
TOTAL 80 100%

GRAPH-2

INTERPRETATION:
Above table shows that 35% of the respondents fall under the age group of
below 25. 30% of the respondents fall under the age group of 35-45 years,
27.5% % of the respondents fall under the age group of 25-35 years of age, 7.5
%of the respondents are 45 and above years of age group.

TABLE-3

3. OCCUPATION

OCCUPATION RESPONDENTS PERCENTAGE

PROFESSIONAL 20 25%
SERVICE 4 5%
SELF-EMPLOYED 8 10%
STUDENT 28 35%
HOUSE-WIFE 20 25%
TOTAL 80 100%
 GRAPH-3

INTERPRETATION:
Above table shows that 35 % of the respondents are students, 25% of the
customers are professional, 25 % of the respondents are house-wife, 10 % of the
customers are self-employed and 5 % of the customers are service employees.

TABLE-4

4. MARITAL STATUS

MARITAL-STATUS RESPONDENTS PERCENTAGE

SINGLE 28 35%
MARRIED 52 65%
TOTAL 80 100%
 GRAPH-4

INTERPRETATION:
Above table shows that 65 % of the respondents are married and 35% of the
respondents are single.
TABLE-5

5. INCOME LEVEL

INCOME RESPONDENTS PERCENTAGE

BELOW-10000 48 60%
10000-20000 12 15%
20000-40000 10 12.5%
40000 aBOVE 10 12.5%
TOTAL 80 100%
 GRAPH-5

INTERPRETATION:
Above table shows that 60% of the respondents fall under the income
group of below 10000 Rs. 15% of the customers fall under the income group of
Rs.10000-20000, 12.5% percent of respondents fall under income group of
Rs.20000-40000 and 12.5% of the respondents fall under income group of
40000 and above.
 TABLE-6

6. How frequently do you visit RELIANCE RETAIL?

FREQUENCY RESPONDENTS PERCENTAGE

ONCE IN WEEK 16 20%
ONCE IN 15 DAYS 15 18.75%
ONCE IN MONTH 47 58.75%
ONCE IN 2-3 2 2.5%
MONTH
TOTAL 80 100%

GRAPH-6

INTERPRETATION:
The above table shows that 58.75% of the customers visit ONCE IN A
MONTH, 20% of the customers visit ONCE IN WEEK, 18.75% of the
customers visit ONCE IN 15 DAYS, 2.5% of the customers visit ONCE IN 2-3
MONTHS.

TABLE-7

7. Which products do you purchase more often at RELIANCE

RETAIL?

PRODUCTS RESPONDENTS PERCENTAGE

CLOTHES 30 37.5%
FOOD 26 32.5%
ELECTRONICS 12 15%
HOME-ITEMS 9 11.25%
ACCESSORIES 3 3.75%
TOTAL 80 100%

\
GRAPH-7

INTERPRETATION:
Above Table shows that 37.5 % of the customers are purchasing Clothes
at fashion bazaar, 32.5% of the customers purchased food bazaar items, 15% of
the customers purchased electronic terms. 11.25% of the customers purchased
home products. 3.75% of the customers purchased accessories.

TABLE-8

8. Which source made you buy products from Smart Point?

SOURCE RESPONDENTS PERCENTAGE

F.M RADIO 2 2.5%
TELE-VISION 10 12.5%
NEWS PAPER 48 60%
FRIENDS/OTHERS 20 25%
TOTAL 80 100%
GRAPH-8

INTERPRETATION:
Above table shows that 60 %of the customers are buy products by source
of news-papers, 25% of the customers are buy products by source (influenced
by) of Friends & others, 12.5%of the customers are buy products by source of
Televisions. 2.5% of the customers are buy products by source of F.M radio
TABLE-9

9. Why do you purchase products from Smart Point?

REASON RESPONDENTS PERCENTAGE

BETTER-QUALITY 32 40%
LOW-PRICE 30 37.5%
VARIETY OF 12 15%
PRODUCTS
VARIOUS BRANDS 6 7.5%
TOTAL 80 100%

GRAPH-9

INTERPRETATION:
Above table shows that 40% of the customers approached
Smart Point due to BETTER-QUALITY, 37.5% of the customers approached
due to LOW-PRICE of products 15% of the customers approached due to
VARIETY OF PRODUCTS, 7.5% of the customers approached due to
availability VARIOUS BRANDS
TABLE-10

10.Will Smart point provide more types of company products in one

product category?
RESPONSE RESPONDENTS PERCENTAGE
YES 55 68.75%
NO 11 13.75%
NOT-MANY 14 17.5%
NONE 0 0%
TOTAL 80 100%

GRAPH-10
INTERPRETATION:
Above table shows that we conclude that the 68.75 customers are getting more
products in one category. 17.5% of the customers are not getting too-many
products in one category... 13.75% of the customers are not getting more
products in one product category. NONE of the customers can’t respond for
none of the categories of products available in one product category.

TABLE-11

11. How is the store space in Smart point for moving around for
products?

RESPONSE RESPONDENTS PERCENTAGE

SMALL-SPACE 6 7.5%
FREE-SPACE 58 72.5%
NOT-FREE SPACE 13 16.25%
CONGESTED 3 3.75%
TOTAL 80 100%
GRAPH-11

INTERPRETATION:
Above table shows that 72.5% of the customers can freely moving around
in store for products, 16.25% of customers can not freely moving around in
store for products,, 7.5% of the customers can get small space in store for
moving around for products, 3.75% respondents can get congested space in
store for moving around for products.
 TABLE-12

12. How is the representative's interaction at Smart point?

INTERACTION RESPONDENTS PERCENTAGE

EFFECTIVE 38 47.5%
NOT-EFFECTIVE 30 37.5%
GOOD 10 12.5%
NO-INTERACTION 2 2.5%
TOTAL 80 100%

GRAPH-12

INTERPRETATION:
The above table shows 47.5% of the customers getting
effective interaction from store re-preventatives for products. 37.5% of the
customers can’t not get effective interaction from store re-preventatives for
products. 12.5% of the customers can get Good integration from store
re-preventatives for products. 2.5% of the customers cannot get interaction from
store re-preventatives for products.

TABLE-13

13. Will Smart Point remind & intimating their store discounts &
prices to all customers in store?

RESPONSE RESPONDENTS PERCENTAGE

YES/CLEAR 43 53.75%
INTIMATING
NO CLARITY 26 32.5%
INTIMATING
NO INTIMATION AT 11 13.75%
ALL
TOTAL 80 100%
GRAPH-13

INTERPRETATION:
Above table shows that we conclude that the 53.75% of the customers are
getting clear announcement from store about store discounts, prices... 32.5% of
the customers are not getting clear announcement from store about store
discounts, prices 13.75% customers are not getting any announcement from
store about store discount, prices...
 TABLE-14

`14. How is the customer service department in the store effective in

providing service?

RESPONSE RESPONDENTS PERCENTAGE

FAST-SERVICE 38 47.5%
SLOW-SERVICE 28 35%
NOT-SUFFICIENT 9 11.25%
SERVICE
NOT-GOOD 5 6.25%
SERVICE
TOTAL 100%

GRAPH-14
INTERPRETATION:
Above table shows that we conclude that the 47.5% of the customers are
getting fast customer-service from customer service department 35% of the
customers are getting slow- service from customer service department 11.25%
of the customers are getting not-sufficient service from customer service
department. 6.25% of the customers are getting not-good service from the
customer service department.

TABLE-15

15. Will Smart Point offer any special discount prices?

RESPONSE RESPONDENTS PERCENTAGE

YES 69 86.25%
NO 11 13.75%
TOTAL 80 100%
GRAPH-15

INTERPRETATION:
Above table shows that we conclude that 86.25% of the customers
respond to stores offering special discount prices.13.75% of the customers
respond to stores that did not offer special discount prices..
 TABLE: 15.A

If yes, what are the offers that are provided by Smart Point?

OFFERS & RESPONDENTS PERCENTAGE

DISCOUNTS
Buy one get one free 30 37.5%
50%, 40%, 60%, 20 25%
Etc…
Buy one get two 10 12.5%
Get two for 900 8 10%
Buy one get second 6 7.5%
one 60% on price
Other offers & 6 7.5%
discounts
TOTAL 80 100%

GRAPH-15.A

INTERPRETATION:
Above table shows that 37.5% of customers were aware of one get one
offer, 25% of customers were aware of 50%, 40%, 60%, offer, 12.5% of
customers were aware of buying one get two offers. 10% of customers were
aware of two 900(example) offers 7.5% where customers were aware buy one
get second one 60% on price & other offers.

Table-16

16. Are you waiting for a long time at the billing section at Smart
Point?

RESPONSE RESPONDENTS PERCENTAGE

YES 69 86.25%
NO 11 13.75%
TOTAL 80 100%

GRAPH: 16
INTERPRETATION:
Above table shows that 86.25% of the customers are waiting for long time in
billing section.13.75% of the customers are not waiting for long time for long
time at billing section at RELIANCE SMART

TABLE-17

17. DO you prefer the food courts & gaming section at Smart Point?

RESPONSE RESPONDENTS PERCENTAGE

YES 49 61.25%
NO 31 38.75%
TOTAL 80 100%

GRAPH: 17
INTERPRETATION:
Above table shows that 61.25% of the customers want food &
gaming section at store.38.7% of the customers don’t want Food Gaming
section at Smart Point

TABLE-18

18. Why do you visit the retail stores?

CAUSE OF RESPONDENTS PERCENTAGE

VISITING
BUYING INTEREST 73 91.25%
PRODUCT 7 8.75%
INTEREST
INFORMATION 0 0%
SEEKING
GENERAL 0 0%
INTEREST
TOTAL 80 100%
 GRAPH-18

INTERPRETATION:
Above table shows that 91.25% of the customers went to retail stores for
buying interest. .8.75% of the customers went to retail stores for product
interest. None of the customers have gone to retail-stores for
information-seeking & general interest.
TABLE-19

19. Have you purchased any product at Smart Point just by visiting
for the first time?

RESPONSE RESPONDENTS PERCENTAGE

YES 18 22.5%
NO 52 65%
NOT-FIRST TIME 9 11.25%
MORE THAN 1 1.25%
TWO-TIMES
TOTAL 80 100%

GRAPH-19
INTERPRETATION:
Above table shows that 65% of the customers do not buy the products for
first-time visitors to the store. 22.5% of the customers are buying the products
just by visiting first-time the store... 11.25% of customers are not buying the
products just by visiting first-time the store. 1.25% customers are buying the
products by more than visiting Two-times.

TABLE-20

20.. What are your intentions to re-enter the store?

INTENTIONS RESPONSE PERCENTAGE

Product quality & 30 37.5%
availability
Customer service 9 11.25%
Seasonal offers & 18 22.5%
discounts
Ambience 3 3.75%
Low-prices 20 25%
TOTAL 80 100%
GRAPH: 20

INTERPRETATION:
Above table shows that 37.5% of the customer’s intention to re-enter into
the store is product quality & availability. 25% of the customer's intention is to
re-enter the store at low prices. 22.5% of the customer's intention is to re-enter
into the store with seasonal offers & discounts. 11.25% of the customer’s
intention to re-enter into the store is customer service. 3.75% of the customer’s
intention is to re-enter into the store is Ambience.
 TABLE-21

21. How is RELIANCE RETAIL maintaining product QUALITY,

QUANTITY compared to other retail stores?

RESPONSE RESPONDENTS PERCENTAGE

GOOD 73 91.25%
NORMAL 7 8.75%
NOT-GOOD 0 0%
POOR 0 0%
TOTAL 80 100%

GRAPH-21

INTERPRETATION:
 Above table shows that 91.25% of the customers responding to Smart
Point maintain good product quality, quantity compared to other retail-stores.
8.75% of the customers responding to RELIANCE RETAIL maintain normal
product quality, quantity compared to other retail stores.. None of the customers
can’t respond to Smart Point maintaining poor, not-good product quality,
quantity compared to other retail-stores.

TABLE-22

22. How do you feel (SATISFIED) after SHOPPING AT Smart

Point?

RESPONSE RESPONDENTS PERCENTAGE

SATISFIED 17 21.25%
FEEL-VERY 63 78.75%
SATISFIED
NOT-SATISFIED 0 0%
TOTAL 80 100%
GRAPH-22

INTERPRETATION:
Above table shows that the 78.75%of the customers are respond they can
feel very-satisfied after shopping at Smart Point. 21.25% of the customers are
respond they can feel satisfied after shopping at Smart Point. None of the
customers can't respond they can feel not-satisfied after shopping at Smart
Point
 CHAPTER-V
FINDING, SUGGESTIONS
& CONCLUSION
FINDINGS:

⮚ 91.25% of customers feel that the quality of products at Smart Point is

better than at other retail stores
⮚ 78.75% of customers are satisfied for shopping at Smart Point
⮚ 61% of customers who visit Smart Point fall in the income level
Below-10000/- per month.
⮚ 40% of customers prefer Smart Point for shopping because of low-price
and good quality products.
⮚ 51% of customers were aware of Smart Point through advertisements.
⮚ 86.25% of customers expect to have a food court and gaming section in
the Smart Point, which can lead to increased shopping duration.
⮚ 61.25% of customers are in the billing section, which makes them wait
for a long time.
⮚ 91% of customers are visiting Smart Point for purchase of products, the
rest of them are for information seeking.
⮚ 63.75% of customers who are visiting Smart Point are male.
⮚ 53% of customers who are visiting Smart Point are for F.M.C.G
products.
⮚ 37.5% of customers visit Smart Point because of lower-prices and 22.5%

of customers visit due to availability of a large number of products.

⮚ 72.5% of customers are happy about the availability of free space for

display of products.

SUGGESTIONS

✔ To attract more customers, Smart Point needs to offer more brands of

products

✔ Advertising through television and F.M radio needs to be improved

✔ Sign boards which show restrooms and trail rooms should be visible to

the customers, and also trial rooms are to be increased.

✔ Increase the customer billing section transactions in store. (for fast

transactions)

✔ Increase the food court and game’s section at RELIANCE RETAIL to

increase the customer shopping duration.

✔ Smart Point can improve their customer satisfaction level, by providing

better service like home delivery etc.

 CONCLUSION:

The study concludes that the majority of the customers prefer shopping at
Smart Point, because of product variety, quality, service facility, reasonable
prices which make the customers feel more comfortable in visiting the store
again & again.

Customers shop more in the food and the men’s wear department in Smart
Point.
Customers feel that Smart Point has variety of products available in various
departments

Considering the fact that there are a lot of middle class families in India, Smart
Point has had a huge impact on the middle class section of India, the prices,
quality and sales strategy has helped in getting the middle income groups
getting attracted towards Smart Point.

RELIANCE RETAIL has been known for its great sale and great offers &
discounts. Smart Point has had long lines of people waiting to get into the store
for the sale. Therefore, the sales that Smart Point has had increased in a huge
way due to offers & discounts, thus this has been one of the main advantages of
Smart Point.
 ANNEXURE
QUESTIONNAIRE
BIBLIOGRAPHY

QUESTIONNAIRE

Respected Sir/Ma’am,
I am a student, pursuing BCH from Surajmal Agarwal Degree College,
Sirolly, Kiccha. I am doing a project on “A STUDY ON CUSTOMER
PREFERENCES CHOOSING A RELIANCE SMART POINT”.” I request you
to cooperate in my research study, by kindly filling up the following
questionnaire.

Personal details:

Name:

1. Age:

[ ] under 25 [ ] 25-35 [ ] 35-45 [ ] 45 & above

2. GENDER

[ ] Male [ ] Female.
 3. Occupation:

[ ] Student [ ] Self-employed [ ] Professional [ ] Service [ ] Housewife.

4. Are you:

[ ] Single [ ] Married.

5. Monthly income:

[ ] Below 10000 [ ] Rs 10000-20000 [ ] Rs 20000-40000 [ ] Rs40000 &

above

6 How frequently do you visit Smart Point?

[ ] Once in a week [ ] Once in 15 days

[ ] Once in a month [ ] Once in 2-3 months

7. Which products do you purchase more often in Smart Point

[ ] Groceries [ ] Electronic Goods [ ] Apparels

[ ] Others (specify)
 8. Which source made you to buy product from Smart Point

[ ] News paper [ ] F.M radio [ ] News paper

[ ] Friends/others

9. Why do you purchase products from Smart Point?

[ ] Low price [ ] Better Quality [ ] Variety of products

[ ] Various Brands [ ] others (specify)

10. Will Smart Point provide more types of company products in one product
category?

[ ] yes [ ] no [ ] not many [ ] none

11. How is the store space in Smart Point for moving around for products?

[ ] it’s free space [ ] not free space [ ] small space

[ ] congested

12. How are the re-preventatives interactions at Smart Point?

[ ] effective [ ] not effective [ ] Good [ ] no Interaction

13. Will RELIANCE RETAIL reminding & intimating their store discounts &
prices to all customers in store.

[ ] YES cleanly intimating [ ] NO clarity intimating

[ ] NO intimation at all

14. How is the customer service department in store, is it effective in

providing service?

[ ] fast service [ ] slow service [ ] not sufficient service

[ ] not good service

15. Will Smart Point offer any special discount on prices?

[ ] yes season wise service [ ] no special offers

16. (A) IF YES… WHAT ARE THEY

(A) Buy one Get one (b) 50% off,40%,off 60% off (c) Buy one get
two (d)Get two for 900 (example) (e) Buy one get second one
60% off on price (f) others discounts.

17. Are you waiting for a long time at the billing section at Smart Point?

A [ ] YES B [ ] NO
 17. DO you prefer the food courts & gaming section at Smart Point?

A [ ] YES B [ ] NO

18. Why customers visiting (went) to retail stores

[ ] general interest [ ] product interest [ ] buying interest
[ ] information seeking

19. Have you purchased any product at Smart Point just by visiting for the
first time?
[ ] yes [ ] no [ ] not first time [ ] more than two times
(visiting)

20. What are your intentions to re-enter the store?

[ ] Low prices [ ] product quality & availability [ ] customer service

[ ] seasonal offers & discounts [ ] Ambience

21. How is Smart Point maintaining product QUALITY, QUANTITY

compared to other retail stores?

[ ] Good [ ] normal [ ] Not good [ ] poor

22. How do you feel (satisfied) after shopping at Smart Point?

[ ] feel very satisfied [ ] satisfied [ ] not satisfied

23. Give your suggestion to make the store more attractive and preferable.
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 BIBLIOGRAPHY

BOOKS:

1). PHILIP KOTLER, “The principles of marketing”, Tata Mcgraw-Hill

Publishing.

2). Willian.D.perreault, Jr. “Basic Marketing” E.J.erom.e.mccarthy.

3).sass A.SIVAKUMAR “Retail Marketing” Excel book’s publication.

4). C.R.KOTHARI, “Research Methodology” New age international

publication, 2nd revised edition.

WEBSITES:

● Relianceretail.com
● Google search
● Scribd.com
● Wiki pedia.com
● Capitalmind.in

AKHIL SAXENA Bachelor of Commerce (Honors)

SURAJMAL AGARWAL DEGREE COLLEGE